Study: Over 90% of Malaysians want colour coordinated outfits this Raya

As clothing brands gear up for the Raya festive season and consumers shop for the perfect outfit, over 90% of Malaysians are looking to coordinate their looks with their family for Raya. Within this group, 14% go about the coordination by picking a fabric, brand or theme to wear, while 12% pick a 2024 trend to follow.

Meanwhile, 50% of those who want to coordinate looks with their families want colour-coordinated outfits and 16% are looking to match in comfort and practicality for specific functions. Conversely, 3% of online shoppers want to mix and match different elements while 4% are looking to don individual styles for Raya.

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These were the results of eCommerce platform Shopee Malaysia’s Raya Stail Kita study of Malaysian online shopping preferences which surveyed 1,000 online shoppers in February 2024.

The survey also revealed that individuals should avoid neutral tones if they are looking to stand out as 44% of survey participants are buying festive clothing in this colour way. Other top colours Malaysians are shopping for this Raya are dark colours such as green and purple (19%), burnt orange (18%) along with gold and reds (9.5% each).

Interestingly, as consumers are more aware of sustainability issues, 90% of Malaysians surveyed aim to wear their Raya attire multiple times throughout the year.

When it comes to choosing the style of their Raya clothing, 50% express a preference for statement-making layers, patterns and fabric. While 40% prefer more nostalgic and traditional styles, 15% are searching for outfits in trending colours such as brick red and burnt orange.

As house visits can get crowded and warm, it comes as no surprise that 50% of Malaysians are opting for Raya attire in cotton fabrics followed by 20% opting for silks and 15% going for Songket.

Beauty trends this Raya season

Getting the perfect outfit is only half the battle won as Malaysians also need to shop for the right makeup and skincare products to look their best this Raya season. When consumers shop for these products, 40% consider the benefits while 30% consider brand loyalty and 20% prefer to shop for trending products, according to the survey.

Cosmetic brands looking to tap into the festive demand should consider influencer-led campaigns as 70% trust beauty influencers and expert recommendations. In contrast, 30% prefer to make their choices independently.

Additionally, consumers are also more receptive to price strategies as 60% of Malaysians are cashing in on discounts and promotions during Shopee’s #RayaBersamaShopee campaign.

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